United Biscuits injects flavor into Crinklys

By Kacey Culliney contact

- Last updated on GMT

United Biscuits will also introduce a bacon variety to the Crinklys line
United Biscuits will also introduce a bacon variety to the Crinklys line

Related tags: Cooking, Flavor, Food

United Biscuits has reformulated its Jacob’s Crinklys snacks to enhance taste.

The UK snack major has enriched the cheese and onion and salt and vinegar flavors and also added a bacon variant that will replace sweet BBQ in variety packs.

“Crinklys have always boasted a strong flavor thanks to their crinkled crunchy baked texture, so getting the new recipe right was crucial. In taste tests, three quarters of respondents preferred our new seasonings,”​ said Ted Linehan, director of savory brands at United Biscuits.

Launched initially as a sub-brand of Mini Cheddars, the Crinklys brand will see a £3m ($4.58m) re-brand investment over the coming year, with TV ads from March and in-store activities across the UK.

Related topics: Business, Snacks

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